Audiences that you create in Google Analytics and publish to Google Ads and other Google Marketing Platform advertising products can serve ads in Cross Device-eligible remarketing campaigns to Google users who have turned on Ads Personalization.

Advertising Reporting Features

Google Analytics collects information per your tracking-code configuration, as well as Google advertising cookies that are present.

Google Analytics collects additional information about users who have turned on Ads Personalization.

Connect data about devices and activities from different sessions so you can get an understanding of user behavior at each step of the conversion process, from initial contact to long-term retention.

To activate this beta feature, contact your account manager.

Based on aggregated data from users who have turned on Ads Personalization, Google Analytics models behavior for your whole user base across device types. The data is user based rather than session based. This behavior modeling does not require User-ID views.

Additionally, you might be eligible for Store Visits in Analytics. Learn more about the eligibility requirements.

Data from users who have turned on Ads Personalization

When users turn on Ads Personalization, Google is able to develop a holistic view of how those users interact with an online property from multiple browsers and multiple devices. For example, you can see how users browse products on your site from a phone, and later return to complete purchases from a tablet or laptop.

Because of the large volume of data generated by users who have turned on Ads Personalization, Google is able to estimate from that data the cross-device behavior of your entire user base.

By default, Google signed-in data expires after 26 months. However, if the Data Retention setting is set to anything shorter than 26 months, the Google signed-in data will respect this shorter time frame.

The Cross Device reports include only aggregated data. No data for individual users is ever exposed.

Data sharing with other Google products

Data is not shared with other Google products as a result of activating Google signals: your Analytics-account data-sharing settings and product-linking settings determine whether your data is shared with other Google products.

Using Roll-Up Reporting with Google signals activated

To use Roll-Up Reporting, you need to activate Google signals for the Roll-Up Property and at least one Source Property. To ensure the best data models, you should activate Google signals for the Roll-Up Property and all Source properties.

When you use Roll-Up Reporting with Google signals activated, users are deduplicated across devices, and also across the domains of your Source Properties.

Click GET STARTED in the blue notification banner at the top of the page, or navigate to Property column > Tracking info > Data Collection and follow the prompt in the blue dialog.

Click through the information and activation panels.

Read the information about Google signals, then click CONTINUE.

Activate Google signals.

Select the properties for which you want to activate Google signals (all properties of the account, this property only, or a specific subset of properties in the account).

Click ACTIVATE if you want to activate Google signals immediately.

Click DECIDE LATER to activate at a later time.

Before you activate Google signals, you also see a dismissable message (“Activate Google signals BETA”) in Analytics that provides access to the same information and activation panels. If you dismiss the message before you activate, or decide to active later, follow the preceding steps.

After you activate Google signals, the switch for the feature is set to ON.

With Google signals activated, you can:

Show Cross Device remarketing ads to Google users who have turned on Ads Personalization.

See new user-based data in the Cross Device reports. Keep in mind that this new data is available starting from the date you activate Google signals.